Brands advertising commercials in Super Bowl LVI have reportedly spent a whopping $6.5 million for a 30-second spot. That price tag makes this year the most expensive game for advertising to date. To put that into perspective, $6.5 million in the digital arena can afford a buyer:
- 650 million impressions on a Facebook advertisement
- 843 million impressions on a TikTok ad
- 915,000 clicks on an Instacart search ad
- 4.2 million Google search clicks
- 1.7 million clicks on Amazon sponsored display videos
- 30 days of TikTok branded hashtag challenges
In light of the ongoing pandemic limiting such live events and opportunities, the Super Bowl is all the more important for marketers this year. So, how do brands make sure they are getting the most bang for their, well, millions of bucks? Here’s a peek at some Super Bowl advertising trends we saw (and can learn from) that may provide a clue.
Travel and Adventure
After two whole years of the pandemic lifestyle, advertisers were eager to showcase travel, trying new things and personal growth this year, which certainly mimics how consumers are feeling nowadays. According to a joint report by the World Travel & Tourism Council and travel website Trip.com, some 70% of travelers in major countries like the U.S., the U.K., Canada, Japan and Spain plan to spend more on travel in 2022 than they have in the past five years.
People are eager for new adventures and to get back to living life to the fullest right now. So companies are wise to tap into those feelings by portraying exploration and providing customers a way to experience growth.
The Crypto Revolution
As cryptocurrency advertising restrictions are loosening, we saw the Super Bowl open the floodgates to a brand new wave of marketing. Companies that do not compete in the crypto space can actually learn a lot from this emerging trend.
Companies open to new technologies and ways of doing business will undoubtedly stand out from the competition. Showcasing to consumers what your company stands for, no matter the industry, is key.
A celebrity endorsement is certainly helpful in creating a buzzworthy and successful ad, but the overarching theme is a familiar or relevant face conveying something the audience can connect with. Of course, not every company can hire a celebrity spokesperson, but brand interactions and personalization efforts should be considered in the same way.
Influencer marketing, for example, is an excellent way for smaller companies to build their brand and raise awareness among their target audience. Influencers have built relationships, trust, and credibility with their fans, who in turn respect their content and recommendations.
Super Bowl Advertising Takeaways
Super Bowl advertisements have always mirrored the current cultural mood. Paying attention to how the market and customer demands are changing through these Super Bowl advertising trends gives marketers an opportunity to keep up with what matters to customers and where things are heading.
If you want to level up your advertising game and successfully get your message across, contact Brandstar Digital Marketing today. We work with clients every day to drive traffic, exposure, engagement and, ultimately, reach new heights.